Racing club uses kiosks to drive sign-ups

INDIANAPOLIS — Champ Car is registering thousands of members a week to its official fan club with touchscreen kiosks at race events throughout the 2006 season. Starting with the season-opening Long Beach Grand Prix in April, more than 2,000 race fans at each event have joined the Champ Car Inner Circle Fan Club.

The Inner Circle kiosks, which travel with the three-day Festival of Speed — part of every Champ Car race — allows the league to interact one-on-one with fans during e race weekends to get them into the Fan Club. The kiosks provide a unique, low-cost form of customer acquisition that capitalizes on the excitement of attending a race.

Redondo Beach, Calif.-based SeePoint Technology designed and manufactured the Champ Car Fan Club activation application and kiosks. Once a fan is added to the database, Champ Car can use e-mail to communicate more extensively with members.

"The SeePoint kiosks that are in operation at our event streamline the ability for our fans to get information about our Inner Circle Fan Club," said vice president of marketing and sales Will Wilson. "It also gives us more ways to reach our fans as well, allowing us to provide greater information flow to those that demand it."